MEDIA KIT

Position Statement

ELDR is the first consumer magazine

and online community created for
baby boomers and their aging
parents. Its vision is to reassert the
value of aging.

ELDR looks and reads like no other magazine or online

community written about aging. More than gray hair
and Geritol, this demographic has more than $2 trillion
Baby boomers make up
30% of North America’s in annual spending power and controls 91% of America’s
population. net worth.
Demographic Profile: American Baby Boomers
MetLife Mature Market institute
The aging niche is both a mindset and a demographic-
and it’s exploding. Currently 40 million baby boomers
are caring for an aging person representing a $257
billion market.

page 1 of 12
 Circulation

Subscription Drive
• High visibility at consumer tradeshows targeting baby
boomers and their aging parents
• National attention at bookstores, senior care communities,
and targeted mailing lists (i.e. Alzheimer’s Association)
• Distribution to over 9,000 gerontologist’s offices
• Our readers are more than just consumers . . . they are social workers,
care managers, and other professionals in the field of aging

2007 Issues
March, June, September, December

Rate Base: 220,000 total in 2007

People in their 50s
experience more life Newsstand: 20,000 total in 2007
events than in any other
Cover Price: $4.95
decade.
Aging Issues: The End of Retirement
Willian D. Novelli, AARP Subscription Basic Rate: $18/4 issues

Frequency: 4 issues in 2007

6 issues in 2008
10 issues in 2009
12 issues in 2010

JOIN THE LIST OF CHARTER ADVERTISERS.

Advertise in all four issues in 2007 and receive a 10%
discount plus three months of free advertising on ELDR’s
dynamic website.

page 2 of 12
 Audience

ELDR magazine is written for a group of people who are deal-

ing with serious family issues. They have acquired a significant
amount of wealth and are now faced with life decisions that will
have significant financial and emotional impact on themselves
and their loved ones.

Market Strengths
• There are roughly 85 million baby boomers between the age of 42-60
• Baby boomers are responsible for the total expenditure of over $350 billion
dollars annually in the U.S. alone
• Baby boomers have a total purchasing power of $2.1 trillion dollars

Reader Profile And Motivators

In the U.S. alone, boom- • Financial decision-makers for self and aging parent
• Households headed by someone 40 or older hold 91% of America’s net worth
ers’ spending power
• Transfer of wealth to the baby boomer generation is expected to hit
exceeds $2 trillion. $3 trillion over the next five years and 60% of that will go to women
Demographic profile: American Baby Boomers
MetLife Mature Market Institute
Major Costs Associated With Aging
• Average cost for one year in a nursing home - $70,0001
• Average cost for one year in an assisted living home - $38,400
• Average cost for one year in an independent living home - $24,6002
• Average hourly rate for a home-health aide tops $18 an hour - $37,000/year3
• 326,000 new long-term care insurance policies worth $700 million
purchased in 20054
• U.S. businesses lose $33.6 billion a year to absenteeism, interruptions,
and turnover caused by the care of aging relatives5

Major Upcoming Decisions

• To put a loved one in a senior care community or to take care of them
at home
• Choose and finance a long-term housing program where costs vary from
$25k-$70k a year
• Purchase insurance coverage for their parents and their own future
care needs

1
Wall Street Journal, Jeffery Opdyke, December 27, 2005
2
The American Senior Housing Association, The 2003 State
of Senior’s Housing Report
3
San Francisco Chronicle, Justin Berton, July 30, 2006
4
American Society on Aging, 2006
5
U.S. News & World report November 27, 2006

page 3 of 12
 Editorial Content
Several online dating
sites report that their
fastest-growing user
segment is aged 40-60.
Older People Turn to Internet to Find Love
Anne D’Innocenzio, MSNBC.com
Online Dating: www.findlovehere.com
Vanessa Juarez, MSNBC.com
ELDR is the vital source for information on aging. It will em-
power baby boomers and their parents to successfully navigate
the challenges of growing older. As both a print magazine and an
online forum, ELDR brings readers an educated and entertain-
ing approach to caring for our aging population through es-
says, stories, reviews, interviews and artwork. ELDR offers fresh
viewpoints on emerging social and behavioral issues along with
insights on health, medication and activism.
ELDR also encourages its readers to face their own fears of aging and dying.
By doing so, society may begin to change its views and attitudes towards the
elderly thus creating a more positive view of aging.
Features
In-depth coverage of cutting-edge, social, scientific and historical perspectives
on aging. Photographs and artwork exploring and celebrating the art of aging.
Interviews
Conversations with leading thinkers on the state of aging. Questions and
answers with respected authorities and those whose wisdom is often
overlooked.
Essays
Superb writings from a host of industry insiders and cultural pundits.
Columns
Expert commentary addressing the medical, physical, financial, spiritual and
emotional needs of the aging population.
Chatter
All the news and latest happenings in the field of aging. Timely reporting on
the hottest spots, coolest gear and essential must-haves.
Reviews
The critical scoop on books, films, and products—what works and what
doesn’t as well as where to find items and how to buy them.
page 4 of 12
ELDR Magazine

1. Cover
13:30@/B3/57<5 /;/5/H7<34=@0/0G0==;3@A
/<2B637@/57<5>/@3<BA
2. Table of Contents
3. Table of Contents
4. Editor’s Letter
5. Department
6. Feature

[O`QVO^`WZ %

Re-
$!
"#MA3F9SS^aG]c

CONNECTING
G]c\U No matter what your
age, an active sex life is good
for you.

Si meliora dies, #$M4]`S\aWQAYWZZa

ut vina, poemata reddit, scire ASSYb]C\Q]dS`
3ZRS`/PcaSThere are
velim, chartis pretium quotus 500,000 reports of elderly abuse

arroget annus. nationwide.

Stay in that Castle Tips for Maintaining INDEPENDENCE

#&M;]`SBVO\6OZT
]T3ZRS`Zg@S^]`b
AZSS^>`]PZS[a Sleep
disturbance in the elderly is as-
sociated with decreased memo-

Cheaper Drugs Now Guide to Canadian Pharmacies

ry, impaired concentration and
impaired ability to function.

$!M03ABA^]baBest
Places for Elders to have fun

Coping with ALZHEIMER’S How to Love the One You Lost

and stay healthy including
spas, restaurants, gyms, hotels,
and weekend resorts.

$"M8OQYOb' 
Legendary fitness Expert Jack

with MOM
LaLanne was born on Septem-
ber 26, 1914. At age 92 he’s still
eeeSZR`]`U
"''CA% #1/<
A3>B=1B $

pumping iron, playing golf, and

dancing with his beautiful wife
Elaine.

$&M6SOZbVg@Sb`SOb
Give Your Grandparents a
Break!—Send them to a Senior

1 2
Wellness Resort.Nostrud tat et

2 ELDR / March + April 2007 eeeSZR`Q][

d]Zc[SWaacS 3RWb]`¸a:SbbS`

Si meliora dies

&
Dear Readers,
!M3:2@>]eS` People
over age 60 represent the fast-
est growing segment of America Ut vina, poemata reddit, scire velim, chartis pretium
and the rest of the Industrial-
ized World.
quotus arroget annus. scriptor abhinc annos centum
qui decidit, inter perfectos veteresque referri debet
#M1]]ZSab1]RUS`
poemata reddit
an inter vilis atque novos? Excludat iurgia finis, “Est
100-Year-Old Women Runs for
California Governor. vetus atque probus, centum qui perficit annos.” Quid,
qui deperiit minor uno mense vel anno, inter quos ref-
&M1`SObWdS/UW\U erendus erit? Veteresne poetas, an quos et praesens et
Many elders are discovered tal-
ents they never knew they had respuat aetas?
or never had the time to pursue.
Iste quidem veteres inter ponetur Non equidem insector delendave
! MAS\W]`/bVZSbWQa honeste, qui vel mense brevi vel toto carmina Livi esse reor, memini quae
Breaking the Rules. est iunior anno.” Utor permisso, cau- plagosum mihi parvo Orbilium dict-
Depression and Exercise: daeque pilos ut equinae paulatim vello are; sed emendata videri pulchraque et
unum, demo etiam unum, dum cadat exactis minimum distantia miror. Inter
a Healthy Combination.
elusus ratione ruentis acervi, qui redit quae verbum emicuit si forte decorum,
in fastos et virtutem aestimat annis et si versus paulo concinnior unus et
!"M3ObW\UESZZ miraturque nihil nisi quod Libitina alter, iniuste totum ducit venditque po-
Grapefruit Lowers Weight, sacravit. ema. “Est vetus atque probus, centum
Fights Cancer. Ennius et sapines et fortis et alter qui perficit annos.” Quid, qui deperiit
Homerus, ut critici dicunt, leviter minor uno mense vel anno, inter quos
!&M6OhO`R/ZS`b Why curare videtur, quo promissa cadant et referendus erit? Veteresne poetas, an
You Need to Pay Attention to somnia Pythagorea. Naevius in mani- quos et praesens et postera respuat
the Problem of Mercury Con- bus non est et mentibus haeret paene aetas?
tamination in Fish. recens? Adeo sanctum est vetus omne Ennius et sapines et fortis et alter
poema. ambigitur quotiens, uter utro Homerus, ut critici dicunt, leviter
sit prior, aufert Pacuvius docti famam curare videtur, quo promissa cadant et
senis Accius alti, dicitur Afrani toga somnia Pythagorea. Naevius in mani-
'M1VObbS` convenisse Menandro, Plautus ad bus non est et mentibus haeret paene
NEVER TOO LATE – from the Editor exemplar Siculi properare Epicharmi, recens? Adeo sanctum est vetus omne.
REPLY TO ALL – Emails, Letters from our readers vincere Caecilius gravitate, Terentius
arte.
ASK OUR DOC – Doctor answers reader questions
Hos ediscit et hos arto stipata the-
ELDR POLL – ELDR readers polled on their Lifestyle Choices
atro spectat Roma potens; habet hos
ELDR BUZZ - Excerpts from our online discussion groups
numeratque poetas ad nostrum tempus Chad Lewis
Livi scriptoris ab aevo. Interdum vol- Editor, ELDR Magazine
M2WdS@WUVb7\ Lots of striking Photos, Info-graphics, short gus rectum videt, est ubi peccat. editor@eldr.com
pieces, medical breakthroughs, aging news. Aging related gadgets,
fantastically interesting elders, great places to travel, funny items,

 startling developments, revealing statistics, and other neat short

pieces related to the ELDR revolution.
Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia Pythagorea. Nae-
vius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema.

3  ELDR / March + April 2007  ELDR / March + April 2007

4

Hit-the-Road
23>/@B;3<B

TravelGuide
Si meliora dies, ut vina, poemata
reddit, scire velim, chartis pretium
quotus arroget annus. scriptor ab-
hinc annos centum qui decidit, inter

(You’renever
perfectos veteresque referri debet
an inter vilis atque novos? Excludat
iurgia finis, “Est vetus atque probus,
centum qui perficit annos.” Quid, qui
deperiit minor uno mense vel anno,
7abS_cWRS[dSbS`SaW\bS`
inter quos referendus erit? Veteresne
^]\Sbc`V]\SabS_cWdSZ[S\aS

tooOldfora
poetas, an quos et praesens et re-
spuat aetas?
P`SdWdSZb]b]SabWc\W]`O\\]

Vroom!
“Iste quidem veteres inter pone-
tur honeste, qui vel mense brevi vel
(
(

toto est iunior anno.” Utor permisso,

By Dave Bunnell

Harley)
caudaeque pilos ut equinae paula-
tim vello unum, demo etiam unum,
dum cadat elusus ratione ruentis
acervi, qui redit in fastos et virtu-
tem aestimat annis miraturque nihil
nisi quod Libitina sacravit.
Ennius et sapines et fortis et al-
ter Homerus, ut critici dicunt, lev- Simelioradies,utvina,poemata
iter curare videtur, quo promissa reddit, scire velim, char quotus arroget annus. scriptor ab-
cadant et somnia Pythagorea. Nae-
hinc annos centum qui decidit, inter perfectos veteresque referri debet
vius in manibus non est et mentibus
haeret paene recens? Adeo sanctum
an inter vilis atque novos? Excludat iurgia finis, “Est vetus atque pro-
est vetus omne poema. ambigitur bus, centum qui perficit annos.” Quid, qui deperiit minor uno mense vel
quotiens, uter utro sit prior, aufert anno, inter quos referendus erit? Veteresne poetas, an quos et praesens
Pacuvius docti famam senis Accius et postera respuat aetas?
alti, dicitur Afrani toga convenisse
Menandro, Plautus ad exemplar.
“Iste quidem veteres inter ponetur honeste, qui vel mense brevi
5`O^ST`cWb:]eS`a Hos ediscit et hos arto stipata
theatro spectat Roma potens; habet
vel toto est iunior anno.” Utor permisso, caudaeque pilos ut
equinae paulatim vello unum, demo etiam unum, dum cadat
hos numeratque poetas ad nostrum
ESWUVb4WUVba1O\QS` tempus Livi scriptoris ab aevo. In- WORD
terdum volgus ccat. Si veteres ita COUNT:
elusus ratione ruentis acervi, qui redit in fastos et virtutem
aestimat annis miraturque nihil nisi quod Libitina sacravit.
mirature. habet hos numeratque po- 263
etas ad nostrum.

I
Ennius et sapines et fortis et alter Homerus, ut critici dicunt,
n a recent study, 100 obese people we di- leviter curare videtur, quo promissa cadant et somnia
Pythagorea. Naevius in manibus non est et mentibus haeret
vided into four groups: one received a paene recens? Adeo sanctum est vetus omne poema. ambigitur
daily dose of grapefruit extract, anoth- quotiens, uter utro sit prior, aufert Pacuvius docti famam senis
er drank grapefruit juice with each meal, a Accius alti, dicitur Afrani toga convenisse Menandro, Plautus
ad exemplar Siculi properare Epicharmi, vincere Caecilius
third ate half a grapefruit with each meal, gravitate, Terentius arte.
and the fourth received a placebo. They
Hos ediscit et hos arto stipata theatro spectat Roma potens;
didn’t diet but they were all asked to walk habet hos numeratque poetas ad nostrum tempus Livi scriptoris
30 minutes a day. At the end of 12 weeks the ab aevo.

5 6
Interdum volgus rectum videt, est ubi peccat. Si veteres ita
10 ELDR / March + April 2007 12 ELDR / March + April 2007 March + April 2007 / ELDR 13

page 5 of 12
ELDR Online Content

Online Content ELDR online informs and empowers baby boomers and their
• Interactive tools aging parents to participate in a community celebrating the joys
• Features
and navigating the challenges of aging.
• Current events
• Polls
• Educational resources

User Generated Content

• Product and facility ratings
• Blogs
• Photo and video sharing

page 6 of 12
Management Team

Founder and President

Chad Lewis is a founding principle of AgeSong, Inc., a develop-
ment and management company specializing in senior housing
and care. His company won the 2006 American Society of Aging–
national award for Excellence in the field of Aging. Chad has over
fifteen years of experience in management and operations in the
entertainment, internet and publishing industries. Chad founded
ELDR Media with a vision to Reassert the Value of Aging.

Editor-in-Chief
David Bunnell is a media entrepreneur and technology pioneer
who is the founder of several major media properties including
PC Magazine, PC World, Macworld, Macworld Expo, New Media
and BioWorld. In 1994, he received the first Lifetime Achievement
Award from the Computer Press Association. He was the CEO
and Editor-in-Chief of Upside Media from 1996–2002. He also
authored the best-selling business book The Ebay Phenomenon.

Sample of Brands Founded by Management

page 7 of 12
Implementation Team

Website Design, Information Architecture and Content Strategy

Primatial Design has developed and designed websites, content manage-
ment systems and databases for major magazines, health care providers,
online retailers, and universities. Client list includes: Health magazine, Sunset
magazine, Allrecipes.com, Reader’s Digest Association, AIDS Vaccine Research,
Stanford Publishing Courses.

Circulation Strategy
Next Steps Marketing has launched numerous magazine from small special
interest titles to the record-breaking 1.5 million copy launches of electronic
games magazines. Its’ founding members won Circulation Management
magazine’s ‘Gold Award’ for the best direct mail package, and written articles
for Folio and Circulation Management magazine. Client list includes Dwell
magazine, Red Herring magazine, and Ziff-Davis Publishing.

Advertising & Marketing Strategy

Cheryl Woodard co-founded PC Magazine, PC World, Macworld, and the
Macworld Expos. In each situation, Cheryl handled revenue and management
issues. Her titles have included Associate Publisher, VP Marketing and Sales,
and VP Strategic Planning and Market Research with all four magazines, with
direct responsibility for circulation, advertising sales, market research, and
corporate administration.

Design Strategy
Barretto-Co. has won many design awards including the Promotional Design
and Advertising Award by the American Institute of Graphics Arts, the Gold
Award by International Design Magazine, and the Distinctive Merit Award
from The New York Art Directors Club. Client list includes Adobe Systems,
Apple, AutoDesk, Chronicle Books, Oracle, and The BARK magazine—rated
one of the Best 50 Magazines in 2006 by The Chicago Tribune.

page 8 of 12
 Advertising Display Rates 2007

Four Color Rates 2007

Issue Date Mar Jun Sep Dec Total 4 Issues (Discounted)

Print Run 40,000 50,000 60,000 70,000 220,000

Full Page $4,000 $5,000 $6,000 $7,000 $19,800

1/ Page 2,200 2,750 3,300 3,850 10,890

2

1/ Page 1,600 2,000 2,400 2,800 7,920

3

1/ Page 1,300 1,625 1,950 2,275 6,435

4

Special Position Rates 2007

Issue Date Mar Jun Sep Dec Total 4 Issues (Discounted)

Print Run 40,000 50,000 60,000 70,000 220,000

Back Cover $6,000 $7,500 $9,000 $10,500 $29,700

Inside Front 5,200 6,500 7,800 9,100 25,740

Inside Back 5,000 6,250 7,500 8,750 24,750

Display Ad Sizes (in inches) (please add 1/8 inch bleed where appropriate)

Full Page: 8 3/8 x 10 7/8 1/Page: 2 3/8 x 10

3
1/ " Bleed 8 5/8 x 11 1/8 Vertical
8

1/Page: 3 1/2 x 10 1/Page: 3 1/2 x 4

2 3
Vertical Vertical

1/Page: 8 3/8 x 4 3/4

2 Advertising Contact:
Horizontal Chad Lewis Ed Williams
9 Hickory Ave. 9 Hickory Ave.
Corte Madera, CA 94925 Corte Madera, CA 94925
Tel 415.425.2507 Tel 415.623.8494
chad@eldr.com ed@eldr.com

page 9 of 12
 Advertising Marketplace Rates 2007

Marketplace Four Color Rates 2007

Issue Date Mar Jun Sep Dec Total 4 Issues (Discounted)

Print Run 40,000 50,000 60,000 70,000 220,000

1/ Page $500 $600 $700 $800 $2,340 Total

9

ELDR’s marketplace, section conveniently positioned in the final

pages of each issue, is a favorite with advertisers for its visibility
and value. It is popular with our readers as a one-stop directory
for goods and services.

Marketplace Ad Sizes (in inches)

1/ Page: 2 3/8 x 3 3/16

9

1/ 1/ Page Ad (Actual Size)

9 9

Advertising Contact:
Chad Lewis
9 Hickory Ave.
Corte Madera, CA 94925
Tel 415.425.2507
chad@eldr.com

Ed Williams
9 Hickory Ave.
Corte Madera, CA 94925
Tel 415.623.8494
ed@eldr.com

Contact Chad Lewis or Ed Williams to request contract information, insertion forms and production specifications.

page 10 of 12
 Advertising Schedule 2007

ELDR Advertising Deadlines 2007

Issue Closing Date Materials Issue Mail Date Sale Date

March Jan 19 Jan 26 Mar 1 Mar 5

June Apr 20 Apr 27 May 30 Jun 4

September Jul 20 Jul 27 Aug 29 Sep 3

December Oct 19 Oct 26 Nov 29 Dec 3

Trim Size: 8 3/8 x 10 7/8 Acceptable File Formats: PDF, TIFF.

Printing Method: CTP, web offsets, SWOP Standards Acceptable Programs: Adobe InDesign, Adobe Photo-
shop, Adobe Illustrator, Adobe Acrobat
Binding Method: Perfect bound
Unacceptable Programs: Quark Xpress, Microsoft Word
Line Screen: 150 lpi (or any Microsoft program), Pagemaker

Colors: 4C Process (CMYK) ELDR Software/Hardware: ELDR is produced in Adobe

InDesign on Macintosh computers using Mac OS X system
Paper Stock: 70# Influence Recycled Matt (text) software.
8 Point Sterling Recycled (cover)

Live Area: 5/8 inch in from trim on all four sides:

top, bottom, face, and gutter.

Bleed: 1/8 inch extra outside trim on all four sides.

Advertising Contact: Production Contact:

Chad Lewis Steve Barretto
9 Hickory Ave. 72 Missouri St.
Corte Madera, CA 94925 San Francisco, CA 94107
Tel 415.425.2507 Tel 415.436.9901 Fax 415.436.9903
chad@eldr.com steve@barretto-co.com

Ed Williams Zhi Lin

9 Hickory Ave. 72 Missouri St.
Corte Madera, CA 94925 San Francisco, CA 94107
Tel 415.623.8494 Tel 415.436.9901 Fax 415.436.9903
ed@eldr.com z@barretto-co.com

page 11 of 12
 Online Advertising Opportunities

Advertising Opportunities Advertisers will be able to target:

1. Banner Ad • the 43 million internet users over the age of 50
2. Sponsorship Section • the 80% of boomers and seniors who use the Internet to
3. Mixed Media Campaigns research products
4. Sponsorship Section • the 71% of those aged 50 to 64 who made an online purchase in 2005.
(source eMarketer, Inc.)

1
2

page 12 of 12